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ORIGINAL ARTICLE
Year : 2013  |  Volume : 1  |  Issue : 2  |  Page : 115-123

Balanced Scorecard method: The success factor in achieving medical tourism objectives in hospitals


Department of Health care Management, Science and Research Branch, Islamic Azad University, Fars, Iran

Correspondence Address:
Zohreh Seidmoradi
Department of Health care Management, Science and Research Branch, Islamic Azad University, Fars
Iran
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Source of Support: None, Conflict of Interest: None


DOI: 10.4103/2347-9019.128129

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Introduction: In the medical tourism industry, which is considered to be one of the branches of health tourism, understanding the component of medical tourism in healthcare centers and their evaluation in this area, especially with multilateral and multi-dimensional tools such as balanced scorecard (BSC) can be a solution for growth and improvement of performance in the health centers, care quality, and economic growth of the country. This research has been conducted aiming to create a BSC in order to determine factors which affect medical tourism in healthcare centers. Review method: Thisresearch isdescriptive in nature, conducted in 2012-2013 in an application form. The statistical population consists of clients, hospital managers, and university faculty members involved in strategic planning, managers of medical tourism and executive managers of Isfahan University of Medical Sciences. Since Delphi technique has been used in data collection, only 15-20 people were selected as sample models. In the present study the sampling method based on purpose was used. The research tool comprised a check list, which was given to the sample models and collected after its finalization. In order to ensure the results of the Delphi method and analyze the data obtained from the opinions of the decision-making group, operations research techniques (group decision-making method) has been used. Results: BSC method includes four perspectives, customer, learning and growth, internal processes and financial. The customer perspective includes two main measures customer loyalty and customer needs; the internal processes perspective includes four main measures, space and equipment, health indicators, excellence and referral system; the learning and growth perspectives includes three main measures, human resources, information and corporate culture; and the financial perspective includes two main sub measures, profit and service costs. Conclusion: The BSC method proposes four perspectives- customer, internal processes, learning and growth, and financial-in order to review an organization such as a hospital. Measures obtained in this way have significant universality to them, so that in comparison with other similar methods more measures will be reviewed and studiedin order to determine factors affecting health tourism.


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